The brief will see Ogilvy PR handle consumer PR for Bacardi Group’s extensive brands portfolio – which includes its eponymous rum brand, Bombay Sapphire gin and Grey Goose vodka – across the continent. Ogilvy's work will be led from the agency’s London office.

Bacardi previously used a mixture of retained agencies and agencies hired for project work across Europe, varying by country and brand.

The decision to make the change coincided with a restructure about 18 months ago that saw the creation of two 'centres of excellence' in North America and Europe, each headed by a chief marketing officer reporting both to CEO Mike Dolan, who joined the business last year, and to regional presidents. A new UK head of marketing was appointed last week.

Bacardi global brand PR director Lisa Jedan told PRWeek UK: "Historically, what was happening was that, whether it was above the line or below the line, we were working with a different agency in almost every country. That's not sustainable. What we are doing is aligning our new structure with the new ways of working."

She added: "It was a chance to look at the opportunities to share learnings, share creative, ensure a level of excellence across markets and find some efficiencies."

The final pitch process involved four agencies: two Bacardi incumbents and two that had not worked for the drinks company previously. Bacardi was looking for an agency that had presence across Europe.

Dolan said at the time: "It has become increasingly clear that we have to change in order to win. Now, it’s about changing how we organise to give our people, our partners and our brands a real shot at success."